Often, design leadership is more about education and facilitating a group consensus than about making pretty pictures. This project began with a difficult task: convincing the key stakeholder in each business unit that their respective pet programs were not inherently valuable, nor the most important marketing asset in the toolbox.
The Brief
My department at Thermo Fisher Scientific operated just as a creative agency, and the business units were our clients. A client would come to us with a project, and we would produce a result. With no holistic oversight, each marketing piece was created within a vacuum, with differing styles, layouts and hierarchies both across and within business units.
The Result
By thoughtfully taking the stakeholders of each business unit through the process of establishing a brand benefit hierarchy, I peacefully achieved a happy, inter-departmental consensus. The simple slide deck below shows the first part of that process: active listening and gentle education. The second presentation shows the finished product.
The best of a creative agency AND an in-house marketing department? Page through each of the following presentations to get a sense of the process I used to initiate this project, earn stakeholders’ approval on my proposed hierarchy of value proposition associated with each marketing asset (i.e. the “brand benefit hierarchy”), and produce a suite of cohesive print designs.
